As a member of the European Union, Italy is one of the worst states in terms of financial knowledge. Italian students in this field are well below the averages of the OECD countries and adults are historically distrustful of the financial sector. However, in the last few years something is moving, COVID-19 pandemic gave a boost to the growing trend of online traders, authorized brokers and managed portfolios. The large amount of Italians' savings denounces the absence of software and tools able to fill this lack of knowledge and trust in the described context. In this thesis, Thanks Finance - a fintech innovative start-up based in Turin - aims at reassessing the perception of the Italian population towards finance, through a hybrid use of linguistics, machine learning and behavioral economics.